Eric Cantona Kronenbourg advert banned after "misleading" public

An advert for Kronenbourg starring footballer Eric Cantona has been banned for "misleading" the public.

The ad - set in Alsace, northern France - received two complaints that it suggested hops used to produce the beer were brewed in France. However, the small print in the ad reads: "Brewed in the UK"

The Advertising Standards Authority (ASA) said in a statement: "Although we noted from the documentation supplied that the Strisselspalt hop used by Heineken was sourced from the Alsace region of France, we also noted that it did not constitute a significant majority of the total hops used in the recipe for the beer.

"We therefore concluded that (the television) ad was misleading."

Heineken UK - owners of Kronenbourg 1664 - argued that the "inherently French beer" was first brewed in 1952 in Alsace by Brasseries Kronenbourg and was now brewed in the UK under a process approved by Brasseries Kronenbourg.

Before abruptly walking out of the room, LaBeouf replied to a question about the film's sex scenes: "When the seagulls follow the trawler, it's because they think sardines will be thrown into the sea. Thank you very much."

This was the quote Cantona delivered in 1995, after winning an appeal against a two-week prison sentence for assault on a Crystal Palace fan during a match.